This document outlines a branding and communication strategy for Legador Ocean Heroes pasta. It recommends positioning the brand as fun, innovative, and engaging consumers through imagination. The strategy involves creating characters, a jingle, and slogan ("Your imagination is your only limitation") to build excitement. Execution ideas include animated ads, school promotions, contests, and extensive branding across media to make Legador a leading regional pasta brand through creativity and engaging consumers' sense of adventure.

1. Branding & Regional Communication Strategy for Legador Ocean Heroes March 2010

2. The assignment Make Legador Ocean Heroes Pasta the most coveted regional brand combining fun with health ?

4. Define a creative route

5. Revamp the brand and create excitement

8. Absence of evolved concept

9. No value addition

10. No excitement

11. Cluttered

13. Advertising influence on ‘Low Engagement’ purchase Advertising is not Persuasive It does not lead to “it wouldn’t make me run out and buy it affect” Advertising is a Influencer It helps in aligning virtue, convenience, self branding into a self statement

14. The advertising affect in changing ‘Consumer Engagement’ Illustration: Perrier /Evian bottled water; although the segment is similar to pasta industry i.e. commodity market, but still consumer prefers to align his/her personality with the virtues associated with Perrier (sparkling) or Evian (still) water. Thus the brands are market leaders in their respective segments.

15. The role of advertising ‘The feather affect on the beam balance of purchase evaluation process’

17. Repeated exposure

18. Mnemonic

19. USP

20. Point of sale activation

21. Consumer engagementCharacter Exposure Activity Mnemonic USP Consumer Engagement

22. Target audience Children of all ages, mothers , peer group

24. Adventure of exploring world

25. Headiness of freedom

26. Explosive

27. Outgoing

29. I like my food to be different every day

32. The brand positioning platform “Your imagination is your only limitation” The creative rationale: This line works equally well for mothers as well as for children. For mothers we can sharp focus communication with recipes and competitions wherein ideas are exchanged . For children we can run school promos .

33. Creative ideas

34. FREE TO BE ME Route 1

35. CREATIVE PLATFORM: 1 The use of a JINGLE In the voice / voices of the characters . this can be easily translated to tv, radio, print , posters & innovative media. Especially in light of the 3 d animation , it will lend credibility and add drama to the brand Sign off : FREE TO BE ME

36. CREATIVE PLATFORM: 2 Create an AUDIO BURR; A sound or sfx that will forever be associated with Legador ocean heroes. For e.g. Sound of the sea through a sea shell or the sound of waves . Give names to the characters : e.g. sea horse called LOLLIE , dolphin called ANNABELL, octopus called CHARLIE etc

37. CREATIVE PLATFORM: 3 COOKING UP IDEAS This works for mothers as well as for children . For mothers, its simply tasty recipes with Legador Ocean Heroes characters. In the context of children we can lead in with puzzles , games , solve the mystery , video games etc depending on age targeted

38. OCEANS AND OCEANS OF FUN Route 2

39. The creative platform a’ jingle

40. The Jingle His Italian mama took one look And said oh hello , here’s what we’ll cook And pulled out all her pots and pans OOOHHH ! When we saw that away we ran !! But she dreamt of us all night and day And said I’ll make you some more like them today We love to eat and eating should be fun Who wants to eat a boring old bun ! So she poured and mixed and sang along , And now in here on this earth , we do belong !! Octopus and starfish To dream upon and cherish Dolphin and clownfish , Choose any & never feel foolish You can soup us and sauce us dip us or poke us no matter what you do , you’ll be adventurous !! SIGN OFF : LEGADOR OCEAN’S HEROES: “FREE TO BE ME” There I was swimming happily in the sea , And one fine day I wanted to be Living in the land of do re mi So I went to the queen of the very deep Woke her up from a century of sleep while she drank pearls from her cup I said to her , I wanna go up She looked at me as if she couldn’t see What on earth I was meant to be !! I swam away so no one saw my tears But what do you know I was not alone with my fears. I wiggled and woggled and woggled again And found myself in a little hidden den! There they were !! All sorts of magical spells Elbows and butterflies and even shells !! So we swam and swam and made a plan And made us a boat with an old dishpan Waited till we saw a little boy Playing in the sea Who thought he found a shiny new toy !!

41. 21 great ideas The execution

42. Execution ideas Can be used as a track for TV and radio Can be illustrated into press ads , posters New media can use animation , e.g. : Web , MMS, Pop ups etc

43. Execution ideas Jingle can be acted out Can do talent hunts in schools At a later point can run contest to write in with new song

44. Execution ideas VOX pop film, showcasing even celebrities, all saying “ I am having oceans of fun” Press ads, visual rendition of same idea. Non traditional media to expose idea in all possible ways Cinema halls to run same film. Posters in ice cream shops , burger shops etc

45. Execution ideas Create ring tones for mobiles Screen savers , emails using visual idea Run a pre –marketing contest campaign, saying, “are you having oceans of fun ?”

46. Execution ideas Create an icon/ logo that will be used extensively across media: e.g.: metallic finish sipper bottles, and all extendable merchandize options like T shirts, caps, wristbands, mouse pads Create a wrist band with character , in sea blue finish, with the legend “oceans and oceans of fun”

47. Execution ideas Involve schools to mobilize all children to participate in promos , so winners can be in the dolphinarium with a cinema star Engage colleges Enthuse offices, corporate houses Activate video game parlor's Take over bus stations, train stations, buses, trains, wrap them with the characters , use the legend “oceans and oceans of fun”

48. Power of influencing In summary

50. The emotion of imagination goes beyond the tactical, one off idea.

51. It has the power to move people , to power them to think beyond the ordinary.

53. Across time

54. Across cities

55. And over the years

56. This is an idea that is campaignable.“Finally it has the power to become a property that can transcend merely an event”

57. We look forward to be of service to you Thank you